Encouraging Consumers to: “Get Your Fish On”

RBFF Webinar SeriesMay 1, 2018

CONSUMER TRENDS

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Older white men are aging out of fishing.

Americans 45+ are most likely to leave the sport.

45.3% of fishing participants are over the age of 45.

2017 Special Report on Fishing, RBFF & Outdoor Foundation, 2017. 3

New participants are more likely to skew younger and female.

45% of new participants

are female.

42% are ages 6 to 12.

2017 Special Report on Fishing, RBFF & Outdoor Foundation, 2017.

19% see themselves in

the sport.

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Multicultural Family Outdoors

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Hispanics Women15% of MFO

Parent of kids ages 6-17 | Bicultural and acculturated |Participate in outdoor activities | Family influences all aspects of

their lives

50% of MFOParent of kids ages 6-17 | Active in the outdoors | Looking for new/exciting activities that help her and her family stay active

Parent of kids ages 6-17 | Want to learn and try new things | Spending time with family is a top priority | Participated in one outdoor activity in the last 12 months

RBFF 2018 Target Audiences

GfK MRI 2016.

18.2MM households (27.9MM w/spouse | 47.4MM w/kids)

Grandparents8MM households

(13.9MM w/spouse | 53.9MM w/grandkids)Grandparent of kids 18 and under | Spending time

w/family is important | Has freshwater or saltwater fished in the past 12 months

Total audience is over 60 million

A snapshot of who they are

Multicultural Families with Kids

GfK MRI 2016.

Average age is 40; 55% are aged 35-49

72% are currently married

Adventure Seekers

They are adventure seekers who crave experiences and the excitement

that comes with trying new things.

They explore the world and revel in taking risks and traveling to foreign

places.

They enjoy spending quality time with family and entertaining friends.

Active and Conscious

They are advocates for environmentally friendly practices.

They lead a healthy lifestyle and value staying active and fit.

They are heavily involved in their community’s local schools, committees

and politics. 6

U.S. Hispanic households have multiple generations living under one roof and are 35% more likely to have kids under 18 living in the

household compared to non-Hispanic millennials.

Family-related content is paramount to creating a

connection with Hispanics.

2017 Special Report on Fishing, RBFF & Outdoor Foundation, 2017. 7

English-language networks are just as popular as Spanish-language networks among Hispanic

millennials.

Younger generations are acting as cultural bridges, from translating to adapting to American culture.

85% of sons participated in fishing with their mothers, compared to 71% who participated with their fathers.

Women represent a big opportunity for the sport.

Outdoor Participation Report, 2016.Highlights of Angler R3 Literature, AREA & RBFF Report, 2016.

63% of daughters participated in fishing with their mothers, compared to 45% who participated with their fathers.

46% of outdoor participants ages 6+ are female.

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Be real, empowering and liberating

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Use the power of empathy, not guilt

Be as exciting and fierce as they are

How do we engage with women?

Brands that are portraying women as strong, fearless individuals are winning

with them.

Women today are defying stereotypes and conventions. Empowering them to be

themselves is the best way to engage them and win their hearts.

Empathy is the most powerful persuasion tool for women. Acknowledging that there’s

no wrong way to be a mom or a woman and understanding their pressures is the

key to connecting with them.

Media & PR Plan

Media Plan Overview

• TV

•Digital

• Paid Search

• Paid Social

• Custom partnership w/Outside11

F H W

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Get Your Fish On - CTA

All digital banners direct to: TakeMeFishing.org/fishon

Launch Women’s Initiative on Mother’s Day

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Kick off the season and the women’s campaign through a

surround-sound effort for Mother’s Day.

• Announce the initiative on Mother’s Day through

earned and paid media.

• Share socially and encourage partners, stakeholders,

media and influencers to share as well.

• Outside partnership components launch in May; digital

assets Mother’s Day

W

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Women’s Campaign: Print, Digital & Social Executions

DISNEY STRATEGIC ALLIANCE

Disney Strategic Alliance

Fun

Trust

Memories

Inclusion

Education

Conservation

Our Shared Equities

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Walt Disney World® Resort & Disney Media

• Drive awareness, interest and trial of

fishing and boating; and connect

guests to TakeMeFishing.org

• Multi-platform media placements

(utilizing niche Disney network)

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Jimmy Kimmel Live! Integration

Insert fishing and boating into mainstream

culture by partnering with Jimmy Kimmel Live! to

create a custom in-show integration.

Leverage Disney Alliance relationship:

• In-show custom segment

• Guillermo on location at WDW with Jimmy Kimmel

introduction

• Launch during National Fishing & Boating Week (June 4-8)

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H WF

Disney Influencer Strategy

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H WF

Top Places to Fish & Boat

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F H W

• Work with the state agencies to nominate

a list of the top 5+ fishing locations in each

state.

• Use state agency nominations to develop

a Google Survey of women to create state-

by-state “Mom Approved” lists to gather

local media stories.

• Announce/launch list during National

Fishing and Boating Week, June 2 – 10.

PUBLIC SERVICE ANNOUNCEMENTS (PSA)

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“Telepathy”

▪ :30 second▪ :60 second▪ National Version ▪ State Versions

Localized Telepathy PSA

• Every state has a :30 and :60

second spot available.

• State PSAs are the same as the

national PSA, but the end card

references each state’s

TakeMeFishing.org website.

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VIEW LOCALIZED PSA

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All state-specific PSAs are available for download:http://www.tvaccessspotsource.com/recreational-boating-fishing-foundation

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“We Fish”

Available sizes (in inches):

▪ 4.25 x 5▪ 7.5 x 3.5▪ 7 x 10▪ 8.25 x 10.75

Big Success!

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FY18 Results: 4/1/17 – 3/31/18

“Telepathy”

• $12,970,144 in earned in-kind media

• Airings: 48,187

• Stations: 367

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All PSA Placements

• $18,454,341 in earned in-kind media

• Airings: 106,641

• Stations: 836

• Magazine placements: 5

Includes

• “Fish & Protect” Spanish – TV & Radio

• “This is A Test” – TV, Radio & Print

• “Protecting Memories” – TV, Radio & Print

• “Telepathy” – TV

• “We Fish” – Print

Reporting Website

Reports available at:

www.tvaccessreports.com/rbff

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Uses RBFF Partners have for these reports

• See which stations are airing the PSAs

• Identify the stations RBFF already sent the PSA,

and access their contact information

• See which stations are now airing your PSA

after your outreach efforts

• Access the station outreach materials and

templates

Reporting Spreadsheet

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Reports available at:

www.tvaccessreports.com/rbff1. Click on “TV” at the top of the page.

2. Find “TV Spreadsheet Reports.”

3. Select “Telepathy Spreadsheets.”

4. Download the current month and

sort by state to see if your local

station is airing the PSA.

Reporting Website

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1. Find “TV Receiving Lists”2. Choose “Telepathy English 2017 Receiving List”3. Sort by your state or market to see which stations were sent the PSA

Reports available at:www.tvaccessreports.com/rbff

So, why should you use the RBFF PSA?

• It’s a great vehicle

for you to get your

“foot in the door”

at your local TV

station. It’s an

easy ask.

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• Save money – no

need to

commission new

local creative.

• It helps promote

license purchases

which means

more money for

your agency to do

good work!

Available at: http://www.tvaccessreports.com/rbff/

Select “Local Outreach”

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Outreach EffortsStation Outreach Materials Available

▪ Easily customizable templates of “solicitation”

and “thank you” letters and emails.

▪ Script for phone calls.

▪ Helpful tips when reaching out.

Contact Info:Rachel Piacenza- rpiacenza@rbff.orgRachel Auslander- rauslander@rbff.org

RBFF Webinar SeriesMay 1, 2018